Palestra is a new, premium fitness club, positioning itself as a place that inspires its members to live healthily and follow a balanced lifestyle. Our challenge was the design of a logo and visual identity, including interior branding and navigation.
Palestra (from Greek Παλαίστρα) was a private gymnastics school in ancient Greece. Generally speaking, this word was used as an institution in which young people tended to learn different kinds of sports. In modern Italy, the word has a common usage, meaning gym. The core concept contains the inclusion of the Greek letter “λ” (lambda) in the wordmark and use of this letter as a symbol itself.
A combination of Greek roots and modern sports aesthetics are displayed in the style elements — the rough texture of material, bright dominant colour, dynamic handwritten font, and motivational phrases.
The key figures of the identity are classic, ancient Greek sculptures: Discobolus of Myron, Boxer of the Quirinal, and the Aphrodite of Capua. We added various fitness accessories to the statues, giving the ancient classics a contemporary aesthetic.
In addition to all printed materials (business cards, club cards, price lists, gift certificates, flyers) we also fully branded the stationery of the club-restaurant.
We developed the interior branding along with S&Tarchitects. The architects created the overall design, and we focused on implementing brand identity elements in specific spaces and locations.
Fitness club address
Palestra, 1 Obolonska naberezhna str., Kyiv, Ukraine
Boris Alexandrov – creative director
Anna Domovesova – art director
Anton Storozhev, Elena Parhisenko – designers
Yuriy Domovesov – designer/motion designer
Dimitry Panasiuk – copywriter
Denis Dukov, Alexander Gusarev – creative retouching
Konstantin Kondratenko – creative retouching/type designer
Gregory Vepryk, Vladimir Shurubura – photographers
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